全球行銷策略在當今商業中有效嗎？ -AhaSlides

Having a global marketing strategy to reach worldwide markets provides enormous benefits: consistent messaging, exciting visuals, improved brand recognition, and the opportunity to build one and use it everywhere. However, this approach might not work effectively in certain locals due to differences in culture and needs. Using global standards or making it “glocal” is what many companies are working out. This article can help to explain the concept of global marketing strategy clearer and more insightful.

什麼是全球行銷策略？

全球行銷策略的定義

全球行銷策略的目的是為所有國外市場提供標準產品，因為公司將全球市場視為一個整體。這是一種集中方法，涉及為所有全球市場制定和實施單一行銷策略。這個策略通常基於這樣的假設：世界各地的消費者都有相似的需求和願望。全球行銷人員可能會在所有市場上使用標準化產品、品牌和行銷活動，或者他們可能會進行細微調整以考慮文化差異。

全球行銷策略的好處

實施全球行銷策略可以帶來許多好處。

降低成本：整合全國行銷職能可以顯著節省勞動力和材料。透過消除重複活動，可以減少個人支出。此外，製作全球廣告、廣告和宣傳材料比為每個市場製作單獨的活動更具成本效益。標準化包裝還可以節省成本，因為它可以降低庫存成本。鑑於庫存持有成本可佔銷售額的 20%，即使庫存小幅減少也會對獲利能力產生重大影響
改進的產品和計劃有效性：這通常可能是全球行銷策略的最大優勢。節省下來的錢可以用來讓一些重點項目更好地發揮作用。在商業世界中，好的想法並不容易產生。因此，當全球行銷計劃在克服當地挑戰的情況下幫助傳播好創意時，在全球範圍內進行衡量時，通常會提高該計劃的有效性。
增強客戶偏好: A global business strategy is becoming increasingly important in today’s world due to the rise in the availability of information from various sources across different countries, and the increase in travel across national borders. It helps build brand recognition and enhances customer preferences through reinforcement. By using a uniform marketing message, whether through a brand name, packaging, or advertisement, people become more aware and knowledgeable about the product or service, which can ultimately shape their attitudes toward it.
增加競爭優勢：由於資源有限，許多小型企業無法與全球品牌競爭。因此，一種有效的解決方案是製定集中的全球行銷策略，可以為較小的公司帶來更多競爭優勢，從而更有效地與較大的競爭對手競爭。

全球行銷策略的局限性

It is obvious that while there is an increase in global culture, the tastes and preferences are still different in every nation. For example, E-commerce cannot be expanded without any need for local and regional adaptation. To effectively target and reach global consumers online, many companies still need to address the barriers in communication by developing them in their languages and coordinating their cultural value systems. Not to mention even in supposedly similar cultures, there can be huge differences in what are effective marketing campaigns, such as a successful ad campaign of The Body Shop in Britain doesn’t work well in the United States.

國際行銷策略與全球行銷策略

全球行銷策略和國際行銷策略之間的主要區別是什麼？

不太可能進行全球行銷， 國際營銷 is the process of adapting a company’s products and services to the needs of specific foreign markets. This often involves conducting extensive market research to understand the cultural, legal, and economic factors that influence consumer behavior in each target market. International marketers may also need to modify their products and services to meet local preferences, such as translating packaging and marketing materials into local languages.

特點	國際營銷	全球營銷
專注於	調整產品和服務以適應特定的國外市場	為所有全球市場制定單一行銷策略
途徑	分散	集中
產品策略	可能會調整產品以滿足當地喜好	可以在所有市場使用標準化產品
品牌策略	可能會調整品牌以反映當地文化	可以在所有市場使用標準化品牌
市場策略	可能會調整行銷活動以反映當地文化	可以在所有市場使用標準化行銷活動

國際行銷策略與全球行銷策略概述

全球行銷策略的成功範例

許多跨國公司透過越來越多地利用全球行銷獲得了成功。例如，聯合利華、寶潔、雀巢，其共同的品牌名稱應用於幾乎所有國家和地區的許多產品。百事可樂在其全球行銷管道中傳達了一致的訊息：青春和樂趣是世界任何地方飲用百事可樂體驗的一部分。 Air BnB、Google和微軟都是在世界各地銷售標準化產品和服務的巨頭公司。

另一個很好的例子是迪士尼，它努力透過一些替代媒體來改變其傳統的營銷方式。現在該公司正在推出一款多人線上遊戲——虛擬魔法王國——旨在吸引更多的孩子來到迪士尼度假區。

Procter & Gamble doesn’t follow traditionally centralized R&D in headquarters, rather, it sets up major R&D facilities in each of its major markets in the Triad—North America, Japan, and Western Europe— and by putting together the pertinent findings from each of the laboratories. P & G was able to introduce a much better product than would otherwise be possible and increase its chances of success.